Worth the sacrifice

Last weekend Corteiz released their new jacket the Bolo

It sent the streetwear scene wild

They announced a first drop in a car park in West London

In next to no time, it was packed

They had people climbing fences

Dropping everything

And running frantically across London to get their hands on one

Hundreds of people lined up desperate to get a new jacket

They sold out in record time

But they did it without charging a penny

They charged something much more valuable

Sacrifice

Through the Bolo Exchange customers could only get their hands on a new jacket

By trading in a competitor one


People were begging to give up pieces by Moncler, Supreme and Stussy

Videos of fans pleading to trade coats flew round the internet

So whilst the new jacket didn’t have a price

It’s value is through the roof

Specifically, more than any competitor

And in the long term that’s going to be worth a fortune to Corteiz

The Bolo Exchange concluded with £16k worth of jackets being donated to a homeless shelter

The idea has everything

Proves their value

Depositions the competition

Does something good

It’s incredible brand building 

In the era of customer centricity

And getting what you want when you want

The idea of sacrifice feels crazy

We want to appease not demand

But sacrifice is a fantastic way to build a premium positioning

Harvey Nichols built their brand on this idea through the noughties

A pair of Louboutins on the first

Justified by baked beans for the rest of the month

The Bolo exchange was a new and fresh demonstration of a brilliant truth

That the best things are worth sacrifice